As Connected TV (CTV) solidifies its role as a performance-driven channel, brands and agencies are redefining their creative strategies to maximize conversions. While TV has historically been seen as a brand awareness tool, CTV is proving its ability to drive measurable outcomes, making creative execution more important than ever.
Unlike social or online video, CTV is a lean-back experience and viewers can’t click directly on ads, so engagement and performance must be measured differently.
In the past, direct response TV advertisers relied on 1-800 numbers and vanity URLs to track campaign success. Today, CTV enables precise audience targeting and data-driven ad delivery, unlocking new opportunities for measurable performance at scale. However, digital-first brands can’t simply repurpose existing video assets – to drive real results, CTV creative must be optimized for strong branding, clear CTAs, and contextual relevance.
For advertisers new to CTV or looking to improve performance, here’s a breakdown of best practices, backed by real-world experience and industry data.
The Three Golden Rules for High-Performing CTV Creative
1. Branding & CTA Should Always Be Visible
CTV viewers aren’t locked into their screens – they may glance at their phone, step away, or tune back in mid-ad. If your branding and CTA aren’t visible throughout, you risk losing engagement. Even if your ad resonates, without a clear and consistent call to action, audiences won’t know what to do next or may be unable to immediately access their remote.
To maximize response rates, ensure your branding and CTA remain on-screen at all times, making it easy for viewers to take action whenever they’re ready.
Supporting Data:
CTV ads with a CTA, logo, and URL throughout the entire ad see 112.6% higher conversion rates and 41% lower CPV than those that do not. (Source: MNTN , CTV Video Creative Best Practices)
Best Practices:
- Keep branding visible at all times (logo, watermark, tagline)
- Use clear, easy-to-understand CTAs (utilize both subtitles and voice-overs)
- Make the CTA actionable (e.g., “Scan to Save 20%” instead of just “Learn More”)
2. Contextually Relevant Ads Resonate More
An ad that feels like a natural part of the content will hold attention better than one that feels out of place. A high-energy, loud ad in the middle of a relaxing nature documentary? Not ideal. But a funny ad running before a comedy show? That’s a fit.
By aligning tone, pacing, and messaging with the viewer’s content experience, advertisers can enhance engagement, improve recall, and create a more immersive ad experience.
Supporting Data:
Ads that match the tone and context of the surrounding TV program drive +49% brand impact. (Source: Integral Ad Science , Research: The Mind on the Stream)
Best Practices:
- Adjust your creative tone to fit the content (lighthearted for comedies, cinematic for dramas, energetic for sports)
- Use contextual targeting (daypart, location, or seasonal themes)
- Test multiple versions of an ad to see what performs best in different contexts
3. Extend Video Beyond CTV
CTV has a “halo effect” that drives engagement across search, social, and website traffic.
Even though viewers can’t click on a TV screen, they often search for your brand, visit your site later, or engage with retargeting ads on other platforms afterwards.
By integrating CTV with a broader cross-channel strategy, advertisers can reinforce brand messaging and drive measurable conversions beyond the TV screen.
Supporting Data:
An Australian travel brand saw an 87% increase in leads from social ads and an 11% lift in organic search traffic after launching a CTV campaign. (Source: Adobe , CTV Whitepaper Report)
Best Practices:
- A/B test CTA placement and messaging to find what drives the most action.
- Repurpose social and digital video for CTV (ensure formatting adheres to platform-specific tech specs)
- Use unified messaging across channels so branding is consistent
The Power of Multiple Creative Variations in CTV
One of CTV’s greatest advantages is its ability to dynamically serve different ad variations based on contextual signals such as location, time of day, audience demographics, and retargeting data. This flexibility allows brands to tailor messaging for relevance, ensuring that ads resonate with viewers in different environments.
Additionally, when multiple platforms are used within a CTV campaign, running unique creatives across platforms can help prevent viewer fatigue, especially in cases where technical factors cause the same user to see multiple ads in a row.
Fortunately, advancements in GenAI-powered creative automation have made it easier than ever for advertisers of all sizes to efficiently generate and test multiple ad variations, ensuring fresh, relevant, and high-performing creative execution at scale.
Rather than running the same ad to every viewer, brands can improve performance by testing different creative elements, including:
- Different CTAs (e.g., “Shop Now” vs. “Find a Store Near You”)
- Unique offers (e.g., “20% Off” vs. “Free Shipping”)
- Tailored messaging based on audience data (e.g., “Designed for Families” vs. “Built for Adventure Seekers”)
Supporting Data:
CTV ads that are served dynamically to audiences based on contextual signals such as geolocation and daypart earned 37 seconds additional engagement time compared to standard video ads. (Source: Innovid , 2024 CTV Advertising Insights Report)
Best Practices:
- Create multiple variations of your CTV ad to test different hooks, messages, and offers
- Use first-party data and contextual signals (such as geolocation, purchase behavior, or weather conditions) to tailor creative messaging
- Optimize ad variations based on performance insights
Using Music to Enhance CTV Ad Performance
Music is a powerful tool to adjust the tone of a CTV ad. A well-chosen track can instantly adjust the mood of an ad, making it feel more natural within the surrounding content.
Think of it like this: If you’re watching a comedy, an ad with an upbeat, playful tune will feel like a better fit than one with somber music. Similarly, an ad running late at night might perform better with a more relaxed, ambient track compared to one with loud, dramatic music.
Best Practices:
- Match your ad’s music to the content genre – comedic ads should have light, playful soundtracks, while cinematic ads should use dramatic scores
- Consider time-of-day variations – ads running in the morning may benefit from high-energy music, while nighttime ads may perform better with softer tones
- Test different background music tracks to see which ones resonate best with different audiences
Final Takeaways: What Every CTV Ad Needs to Drive Performance
✅ Branding & CTA Must Always Be Visible: Viewers may glance away or tune in mid-ad, so branding and CTAs should remain on-screen at all times to drive engagement and conversions.
✅ Creative and Context Matters: Ads that align with the tone and feel of the surrounding content feel less intrusive and resonate more with viewers, leading to higher engagement and brand recall.
✅ CTV Boosts Performance Across Channels: Viewers may not take immediate action, but CTV exposure drives increased search activity, social engagement, and direct website visits, reinforcing brand impact.
✅ Leverage Multiple Creative Variations for Maximum Impact: Dynamic creative testing (such as adjusting CTAs, messaging, and visuals) improves engagement and delivers more relevant, personalized ad experiences.
✅ Music Enhances Ad Effectiveness: The right soundtrack helps your ad blend naturally with the viewing experience, setting the tone and increasing emotional impact. Matching music to content type and time of day can improve engagement.
By following these best practices, brands can transform their CTV campaigns into high-performance drivers of engagement, awareness, and conversions.
At Three First Names & Associates, we bring a unique and forward-thinking approach to Connected TV by combining a deep expertise in TV advertising with a creative passion for the music industry. Founded by Nathan Michael Scott, our consulting firm leverages nearly a decade of experience in media and advertising to guide brands and agencies through the transition from traditional TV to streaming.